The essential purpose of the thesis is a comparative analysis of sponsorship in sport based on the contribution of sponsors in team sports in the most sponsored leagues in North America and Europe.
Thesis is a monographic character. In the first part of the thesis, we relied on theoretical research assignments. In the research of marketing and sponsorship in sport, we used descriptive research method. We used the compilation method, since we summarized the standpoints, findings and results of other authors from the available domestic and foreign literature. In the empirical part, we used the method of analysing examples from the field of sponsorship in sport in North America and Europe.
Professional sport has become very commercialized and globalized over the last decade, as a result of corporate marketing achievements. Globalization of sport was noticed mainly in professional sports teams. Sponsors are increasingly focusing on the international market rather than solely on the market of their origins.
Business investments from Asia have started to increase over the past five years in North American sport. Among the biggest investors are companies hailing from South Korea, Japan and China, countries that are also the leading Asian exporters. Investments in sport originating from the Middle East and Asia are also rising in Europe. The Asian region therefore contributes as the largest source of foreign investment and at the same time has the largest share of foreign ownership in European association football clubs.
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